Brandwave

How popular isSquirrel?

In September 2026, people searched for Squirrel by name about 3,470 times in New Zealand, an 18.9% decrease from the previous year. These searches made up 56% of all New Zealand Auckland mortgage adviser searches, placing Squirrel first out of seven advisers. When we asked both ChatGPT and Google AI Overviews about Auckland mortgage advisers, Squirrel appeared in all answers and was the second most recommended of the seven.

Search and AI answers in September 2026

Squirrel is the most searched of 7 competitors and the second most recommended in AI answers.

  1. SquirrelShare of searches 56%Mentioned in 3 of 3 AI answersPlace in AI recommendations 2nd
  2. Loan MarketShare of searches 17.9%Mentioned in 3 of 3 AI answersPlace in AI recommendations 1st
  3. Global FinanceShare of searches 14.9%Mentioned in 0 of 3 AI answersPlace in AI recommendations –
  4. Kris Pedersen MortgagesShare of searches 6.7%Mentioned in 2 of 3 AI answersPlace in AI recommendations 3rd
  5. Mortgage ManagersShare of searches 2.6%Mentioned in 0 of 3 AI answersPlace in AI recommendations –

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Top Auckland mortgage advisers in ChatGPT and Google AI Overviews

In three ChatGPT questions, Squirrel appeared in all three answers. Squirrel is the second most recommended of the seven.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Loan Market1st
  2. Squirrel2nd
  3. Kris Pedersen Mortgages3rd
  4. Global Finance–
  5. Mortgage Managers–
  6. iLender–
  7. Mortgage IQ–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

See every answer about Auckland mortgage advisers

3 answers

  • Asked ChatGPT

    “Which mortgage adviser should I hire in Auckland, New Zealand?”

    1. 1Loan Market
    2. 2Squirrel
    3. 3Kris Pedersen Mortgages

  • Asked ChatGPT

    “What are the best mortgage advisers in Auckland, New Zealand?”

    1. 1Loan Market
    2. 2Squirrel
    3. 3Kris Pedersen Mortgages

  • Asked ChatGPT

    “What's the best mortgage adviser in Auckland, New Zealand for a first home?”

    1. 1Squirrel
    2. 2Loan Market

  • Searched Google, AI Overview

    “mortgage adviser auckland”

    Google showed no AI Overview for this search.

  • Searched Google, AI Overview

    “mortgage broker auckland nz”

    Google showed no AI Overview for this search.

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Which Auckland mortgage advisers compete with Squirrel?

Squirrel against Auckland mortgage advisers in New Zealand, by month

Share of searches by month for Squirrel, Loan Market, Global Finance, Kris Pedersen Mortgages, Mortgage Managers. The figures are in the table below the chart.

View monthly share of searches table
MonthSquirrelLoan MarketGlobal FinanceKris Pedersen MortgagesMortgage ManagersiLenderMortgage IQ
Oct 202560.6%13.6%16.7%3.7%3.1%2%0.28%
Nov 202557.1%16.7%16.7%3.5%3.1%2.4%0.35%
Dec 202556.1%13.4%20.5%4.6%2.9%1.7%0.84%
Jan 202660.6%14.1%14.4%5.1%3.2%1.8%0.72%
Feb 202657.8%16.6%16.6%4.2%3.1%1.4%0.35%
Mar 202656.6%17.4%14.5%4.4%5%1.2%0.88%
Apr 202655.7%17%17%5.3%3.2%1.1%0.71%
May 202655.5%16.4%16.8%5.5%3.8%1.4%0.68%
Jun 202655.9%16.2%16.2%6.1%3.7%1.3%0.67%
Jul 202655%17.7%18.1%5.2%1.8%1.5%0.74%
Aug 202654.2%18.2%15.2%6.8%3.4%1.5%0.76%
Sep 202656%17.9%14.9%6.7%2.6%1.1%0.75%

  1. 1.Squirrel

    56%

    Held 1st. 1.5K estimated branded searches, +4.9% vs prior month. Share +1.8 points.

  2. 2.Loan Market

    17.9%

    Held 2nd. 480 estimated branded searches, 0% vs prior month. Share -0.3 points.

  3. 3.Global Finance

    14.9%

    Held 3rd. 400 estimated branded searches, 0% vs prior month. Share -0.2 points.

  4. 4.Kris Pedersen Mortgages

    6.7%

    Held 4th. 180 estimated branded searches, 0% vs prior month. Share -0.1 points.

  5. 5.Mortgage Managers

    2.6%

    Held 5th. 70 estimated branded searches, -22.2% vs prior month. Share -0.8 points.

  6. 6.iLender

    1.1%

    Held 6th. 30 estimated branded searches, -25% vs prior month. Share -0.4 points.

  7. 7.Mortgage IQ

    0.75%

    Held 7th. 20 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Squirrel and its closest rivals

Every comparison with Squirrel

20 comparisons

How has branded search demand for Squirrel changed in New Zealand over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Squirrel in New Zealand fell from 4.3K to 3.5K.
  • Across the 12 months ending September 2026, Squirrel’s share of searches among Auckland mortgage advisers in New Zealand decreased from 60.6% to 56%.
  • Across the 12 months ending September 2026, Squirrel’s share of searches among Auckland mortgage advisers in New Zealand peaked at 60.6% in January 2026 and was lowest at 54.2% in August 2026.

How did search popularity change for New Zealand Auckland mortgage advisers in September 2026?

6 changes

  1. In September 2026, Squirrel gained share of searches among Auckland mortgage advisers in New Zealand, from 54.2% to 56%.

  2. In September 2026, Mortgage Managers lost share of searches among Auckland mortgage advisers in New Zealand, from 3.4% to 2.6%.

  3. Estimated monthly branded searches for Mortgage IQ in New Zealand rose 100% over 12 measured months, from 10 to 20 in September 2026.

  4. Estimated monthly branded searches for Kris Pedersen Mortgages in New Zealand rose 38.5% over 12 measured months, from 130 to 180 in September 2026.

  5. Estimated monthly branded searches for iLender in New Zealand fell 57.1% over 12 measured months, from 70 to 30 in September 2026.

  6. Estimated monthly branded searches for Global Finance in New Zealand fell 32.2% over 12 measured months, from 590 to 400 in September 2026.

How are Squirrel’s branded searches counted?

9 search terms

Brandwave collects information about searches that people make online using Squirrel’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • squirrel home loans
  • squirrel investment
  • squirrel investments
  • squirrel lending
  • squirrel money
  • squirrel mortgage
  • squirrel mortgage broker
  • squirrel mortgage brokers
  • squirrel mortgages

Do you work for Squirrel? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Squirrel compete?

Squirrel is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
mortgage advisers1st of 2225.6%Show ranking
Auckland mortgage advisers1st of 756%Shown above
Christchurch mortgage advisers1st of 829.9%Show ranking
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